In the platform and brand between the two road swing, swing on the company's development is not good

"I (used to) swing between the platform and the brand, and the swing is bad for the company." "In a set of small buildings in the open streets of the six ring, south of Beijing," he said.

His office has a row stuffed with books in the cupboard, occupy a whole wall, and the founder of seven years of the guests together, reading may also be one of the few remaining perseverance.

Half an hour late, he even said sorry, and then lit a cigarette and began to sum up the biggest changes in the past year. "From last year onwards, I began to arrange for myself to travel, to visit every aspect of the supply chain, fabric, plate, clothing production, do not fall." I was so far away from the product that I found it impossible to walk through it myself. ”

The same person, who had declared "buy LV like Fank" Two years ago, had deliberately planned to put a big outdoor ad on the opposite of Uniqlo's flagship store in Shanghai. "I looked down on Uniqlo at the time, but now?" Uniqlo is full of streets and alleys, and where is the guest? "Aged to the interface reporter said. He now a face of humility, said he was blowing too many cows, and no products, all marketing is "in vain."

He was in the small building, the five-storey building and two-storey station is basically empty. August 2013 old decided to move every guest from Beijing South Two ring of the Yong your center moved here, at the same time, every guest layoffs nearly 8000 people. At its peak, there were 12000 employees.

"There are now more than 300 people, more relaxed, and in the present situation, these people are enough." After that, he heaved a puff of smoke.

The previous August 28, 2014, aged and his guests had a few two years of a High-profile debut, the theme was designated as "a shirt." In the Beijing 798 D Park Workshop, he wore a fan's classic three sets-black T-shirt, jeans and canvas shoes, to introduce his achievements in the past year: the Japanese team to participate in the 80 iron-free shirts, 100% Xinjiang Aksu Cotton, price of 129 yuan. He also used complex molecular formula to explain the principle of ironing, split to explain Fang collar, claw buckle, inlay and so on.

This shirt has been sold well for one months. According to aging, the daily sales of nearly 10,000 pieces. He expects this shirt will surpass Youngor this year, reach 300 to 5 million sales, this level means that every guest will become the domestic shirts single goods shipments the largest brand. But the fabric cost and process requirements, resulting in this 0 gross profit shirts for each sale will have a net loss of dozens of yuan.

But old age now plans to stick to it. "Uniqlo first time also so several items, to achieve the ultimate good." He continued to explain that after 85 the new generation of clothing quality concerns more and more, even higher than the pursuit of style.

After a year of silence, old and his guests, are walking in the past with their own, and even with the clothing industry completely opposite the electric business of another road.

In the 2009, with the explosive growth of customers ' revenues, aging had fallen into the blind pursuit of continuous expansion. He recalled that he later did not care about the product, the daily only look at the PowerPoint report. The KPIs were all random. Think about how much to sell, how many SKUs to make, and then ask for the following. "Now it seems too outrageous to follow the market." ”

The lesson of the "Great Leap Forward" expansion from market demand has been painful. At that time, in addition to clothing, there are more than 20 non-clothing category, up to 190,000 of the SKU, a billion of yuan inventory, resulting in a broken capital chain, suppliers door-to-door debt, and even out of the house of investors forced Palace to let the old CEO rumors.

Now in addition to as the main product of the 80 shirts, where customers will only be limited to 2 to 3 per quarter of "explosive products", small-scale test market reaction. Aged began to study the fabric and clothing wearing scenes, a piece to try on, cut open clothes to view raw materials. For those who wear uncomfortable products, he will request direct cut off the product line. In a report, aging also said he developed the habit of long-distance running, only to test the long run when the shoe shoes will grind feet.

Another was a deluge of marketing by the old cut off. In the past, where all the objects are known, and just a year ago, every guest has also been against the suppliers of debt and capital chain tension pressure, and China's sound cooperation, heavily invested in "I want to live in full bloom of Life" series of ads.

A guest in the staff to the interface of the reporter revealed that the current visitors do not even have a real sense of the public relations team, only because of the old feel that the single product operation mode does not need a team to do the promotion. The official website and the old own micro Bo is at present every guest only has the promotion channel, he also gave up the star endorsement.

At the same time stranded on the mobile layout of every guest. Since the SKU was reduced, the app, which was based on multiple categories, was closed in June 2014. The only surviving customer-prudential app is also problematic, with many consumers reflecting fatal bugs such as "app shutdown on payment".

Almost all the departments that need capital investment are being cut down, he hopes to rely on cost control, improve quality and reputation, reshape the brand image of every guest, slow to guide the return of customers.

Aged even do not care about the site traffic. Alexa Web site shows that the flow of visitors has been showing a downward curve, the global flow ranked from June 2013 's 460 all the way down 10,000. "After the end of August conference, the site traffic explosion." Although will come down after a while, but after the next single product launch, will detonate the flow. These flows are sufficient for the current occupants. He explained.

"Focus on Products" is the age of the interface reporter interview with the highest frequency of a word. From some point of view, it is easy to understand the current practice of aging. At the beginning of 2014, where the loss of redundancy in the state of the LEI received by the eighth round of 100 million U.S. dollar financing, for them, this is almost the last straw--Moreover, where the guests continue to sell shirts at a loss.

Aging the only one is planning the "big" action is to open the offline entity experience shop. In his vision, the store does not need to be too big, even if can hang a few ironing shirts on the line. "Repeated washing, so that consumers feel it on the straight on the merits." ”

He agreed that "every customer is actually in reverse a business model", saying that every customer is to first do a good product before considering other, the site is just a channel. This year to the forefront of the forefront of the industry well-known entrepreneurs, and now there is no even in the days of cats, jingdong, such as the idea of the platform, in 2009 where the cat had the official flagship store, operating a period of time after the closure.

The advantage of a company with star single and limited products is that it can avoid inventory risk. Clothes usually if the backlog of 1-2 years will be due to backward style, fabric yellow smelly and can not be sold. Even in every guest's most beautiful time, aged also suffered from inventory, 2011 every guest to create 3.9 billion yuan brilliant revenue at the same time, accompanied by its 1.4 billion yuan inventory and 600 million yuan loss, which directly led to a full year after the guests spent cleaning inventory.

But in the apparel industry, this is too extreme compared with the past is also a risk, few people have a successful precedent. Aging is just stressing: "I do not know what the current site traffic and market share in the end." I just need to know that the sales of shirts are good. ”

In March 2014, every customer sold a 300 shirts, released within two minutes sold out, sales in 3000 to 4,000, but soon lost below. Aging explained that, because 300 cotton technology is too difficult, "manufacturers are going to be broken." "The same experience with the" concept of 3D materials, "the emergency clothing, but also only sold once to stop production. Aging means that these are trial and error experience, the vest will continue to do, but will not use so tricky fabric.

This shows a different risk for every guest. Companies that rely on a single product may need to improve the competitiveness of fabric technology. Old now learning Object Uniqlo, many years ago has cooperated with Toray, set up a "secondary generation of raw material development team", the development of new clothing raw materials, launched a fast-dry fabric underwear, fever underwear, light down and other best-selling products. But at least for now, the technology development strategy has not been put on the agenda.

It is difficult to answer the question of how much time the guest has. In the rapidly expanding market, the advantages of large traffic, platform-scale operators and the brands attached to these platforms are still too obvious.

"2013-2014 China Textile and apparel E-commerce Development Report" shows that the 2013 textile and apparel professional market e-commerce turnover of 461.7 billion yuan, this number in 2007 when the founder of the only 7.52 billion yuan. Integrated marketing company Cheil Opentide through the domestic 360 have more than 3 years online shopping apparel, and more than 2 times a month in the past 6 months of online shopping apparel Consumers Questionnaire survey showed that 67% of consumers are willing to buy clothing in the brand more full day cat, 30% to 40% consumers will choose in Beijing East , only goods will, brand official website, such as consumer web site to buy clothing, from the actual consumption in 2013, through the official flagship store brand clothing consumers accounted for more than 84.2%, style more, a good sense of design Amoy brand began to carve up apparel electric market.

A report from the China e-Commerce Research Center also found that in the first half of 2013, the market share of customers was only 0.8%, and in 2014 it was directly categorized into "other" options that were almost negligible.

"Now that there's enough traffic, I don't have the energy to run other channels, enough," he explains. Not long ago, Xu Xiaohui, vice president for marketing operations, left the van for the second time. His first departure is because of the creation of the women's brand first carved, but because of poor operation and was aged incorporated. Perhaps Xu Xiaohui to the self clothing brand face the dilemma than the old feeling more profound.

Where the 7-year-old company, has been Business Insider as a valued 1 billion U.S. dollars, the highest valuation has reached 3 billion U.S. dollars, with the then Jingdong, only goods will keep pace, after both now has become the valuation of billions of dollars of internet companies. But the old now more hope that every guest out of the concept of clothing electric quotient, become a "clothing brand." "People in the season when the first thought is Uniqlo, GAP, NB such brands." Do you think of any domestic brands? No. So I'm going to do the Chinese brand. "he said.

He plans to raise the shirt from 129 yuan to 168 yuan after the seven anniversary. Every customer initially requires a lot of fabric to use the best, that this is the core competitiveness, but now finally found that the sale is still too cheap.

Aging has begun to realize that, in the face of the same quality and technology, and influence is higher than the other brands, every customer can come up with the competitiveness should not only be low price, otherwise the situation will be the same as in the past. And at that time, there was the object of age, and now he had only the last bet.

Attachment: Dialogue with the aged

Interface: 80 shirts have been listed for 1 months, how about sales now? Every customer will always sell a single product and follow the sales model of shirts?

Aged: Sell very well, every day in 10,000 pieces, but is to sell one also lose a dozens of pieces. In the future we will produce a few items per quarter and continue to follow the sales model of shirts.

Interface: The shirt is a technical threshold is not high category, if there is no exclusive patent and technology, its process is more easily imitated. What do you think is the core competitiveness of a guest shirt?

Aging: Our core competitiveness is cost-effective. Now there is no peer in the country can be the same quality to do every customer this price. Now this 80 shirts, although the other can do, but no one can do 129 yuan of the offer, just find a quote at least 160 yuan.

Interface: such as Uniqlo brand, have patented technology to prevent plagiarism, such as Heattech, where customers have their own technology?

Aging: Not yet, but there is this plan, will try to try this direction in the future.

Interface: Every customer as a website, consumers can be perceived by the first factor or price, rather than dress sense, how to allow customers to wear before you can experience the quality of customer products?

Aged: Every guest is an Internet brand, the main or cost-effective. We will open some of the offline experience shop, let some people come into the store to feel our fabrics and other brands are different. The experience shop will do it, but the time has not yet come.

Interface: After the store has become a clothing company, and now feel that every customer in the backward push business model, focus on making clothes, the site has become only a sales channel. Are you going to make your own store after the product matures?

Old: I agree with this saying, every guest is to first focus on the product, the site is only channel. I just want to breed a brand to come out, a brand birth is to need a lot of time, five years even 10 years. Every guest now uses so many Japanese teams, the way things are becoming more like Japanese style, focused, and in the pursuit of the ultimate thing. No clothing company in China now has a brand like Fank.

Interface: This time, the guests return, how much time do you intend to give yourself?

Aged: I have not considered this question. Now every guest's operation is very healthy, but it is the previous situation is not normal. Now the pressure on the shareholder level is much looser than before, and shareholders are not worried about sales, they are worried about not making the products they're getting.

Interface: Have you considered what to do if this strategy doesn't work?

Aged: I don't worry about catching up with others, because no one can do such a big sales like van, we are every year millions other orders, the current shirt sales figures I do not know, but the basic can guarantee about 10,000 a day, especially the days before the national day is more than 10,000 per day order quantity. Youngor is the best traditional brand of domestic shirts, but Youngor has sold 2 million to 3 million shirts a year, and I estimate that the sales of shirts can reach 3 million to 5 million units this year.

Interface: Where the customer and the previous scale is different, in terms of management you have encountered what problems? What is the difference between these questions and the former guests?

Aged: 2009 Before I do not care about the product, then the company is big I just look at the PowerPoint work report every day. blindly increasing the category and SKU results led to a later situation. I began to rethink, and began to focus on our products, only to find that each product needs me to stare. Now every customer's category is not much, in the future will not add so many categories. The number of employees from more than 10,000 to the current 300 people, the company lighter, more flat, and better management. Our financial and management situation is actually much healthier than before.